Induction 2015 by Rachel Smith
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PPRG annual conference – Library marketing and PR: critical to success 2016
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Induction 2015 by Rachel Smith
- 1. Induction 2015 Silver Award, CILIP PPRG Marketing Excellence Awards 2016 Rachel Smith rachel.smith2@ncl.ac.uk @dulib @rachelalmost
- 2. • Induction, aims and objectives • Communication methods and delivery • Results
- 3. Induction 2015 aims • Inform new students about the library’s services and facilities • Encourage new students to visit the library • Make a good first impression
- 4. Other campaign objectives • Promote the induction tours • Engage with new students using a familiar theme • Build on our induction theme to create links with the library
- 18. Staffing • Communications and Marketing Officer • Communications (Media) Support Assistant • Design Intern • Communications and Marketing Group Budget • £3000
- 19. “By the way, shout out to the staff team in the induction week - the harry potter sorting and the bags were amazing.” “Really appreciate the dedication to the Harry Potter theme, would recommend it all year round to be honest.” “You are doing an excellent job! Also, I loved the Harry Potter theme :)” “The Harry Potter theme should be present all year, not just freshers week, as I feel it gives the library an encouraging atmosphere.”
- 20. 2015 Visitors 2014 Visitors Monday 05/10/2015 1426 29/09/2014 1379 Tuesday 06/10/2015 1776 30/09/2014 1619 Wednesday 07/10/2015 1041 01/10/2014 996 Thursday 08/10/2015 1874 02/10/2014 1769 Friday 09/10/2015 2207 03/10/2014 1618 Visitor numbers
Editor's Notes
- On behalf of everyone at Durham University Library, I would firstly like to thank CILIP and the Publicity and Public Relations Group for awarding us these Marketing Excellence Awards – everyone at the Library was absolutely delighted at this fantastic recognition of our work.
- Structure of presentation I’ve got about 10 minutes to tell you all about Durham University Library’s Silver Award winning Induction campaign. So I’ll start by explaining about what our induction period is and the aims and objectives of our campaign. I’ll move on to showcase some of the communications we used, I’ll give you some details about how we financed and staffed this and tell you about the results of the campaign.
- What is induction? For those of you who aren’t in academic libraries – induction is the name we give to the period at the start of each academic year, when we have lots of new students to welcome to the Library. Aims and objectives With this in mind, our aims for our 2015 induction campaign, as with all induction campaigns were: To inform new students about the Library’s services and facilities Attract new students to visit the library Provide a friendly welcome and a good first impression of the library
- Promote our induction tours available to all students to book on In addition, we decided to incorporate the following campaign-specific aims: To engage with new students during induction week using a familiar theme Build on our induction theme to create links with the Library And what was that theme, I hear you ask?
- Theme: Our campaign was inspired by a quote from Harry Potter and the Chamber of Secrets: ‘When in doubt, go to the library.’. We approached J.K. Rowling’s representatives to use this as part of our campaign and were delighted to gain approval to use this on our bags, posters and digital displays. We then incorporated this into a wider theme: ‘The Library is Magic’, including other Harry Potter references. Part of the Harry Potter films were filmed at Durham Cathedral, so there is a strong Durham connection, and Harry Potter is obviously a very well-loved series amongst our target audience of new students.
- The campaign Let me show you some of the elements of the campaign. Posters: we had two posters, advertising our induction programme of events, and our services and facilities Digital screens: we produced animated versions of the posters, which appeared on our digital displays and catalogue terminal screensavers.
- Flyer: we produced an origami owl flyer, featuring information for new students and instructions for creating the origami owl.
- Banners: we created pull up banners and an external vinyl banner to display at the Library and take out to new student events.
- Social media: we displayed campaign headers on the Library’s Facebook and Twitter accounts, and we posted about our events. We also created some light-hearted clips of staff flying on broomsticks!
- Web: We used the Library website to provide information to help new students to get started using the library. We also displayed content on the Library’s tab on Durham University Online, which is Durham’s Virtual Learning Environment. Email: We used Durham University’s weekly email newsletter Dialogue Signposts.
- Blackboard: we used a free-standing blackboard in the entrance of the Bill Bryson Library to advertise the Library tours that were happening each day. We also displayed Harry Potter related quotes throughout the induction period.
- Display cabinets at the Bill Bryson Library: we used these to display posters and Harry Potter related items – it turned out we had quite a lot of memorabilia between members of the Communications and Marketing Group!
- Giveaways: We produced a Library bag with the quote on to give to new students throughout induction week. We also had some pencils and erasers to give away.
- Welcome stands: we set up welcome stands at the library so that students could pick up some library goodies and information as they came into the library. We also staffed these stalls during the first couple of weeks of term so that staff could answer any questions that came up.
- Queen’s Campus Library Freshers Fair: We attended the Queen’s Campus Freshers Fair and brought lots of props so students could take photos with Harry!
- Entrance gate messages: To get into the Bill Bryson Library, you have to scan your card to enter through the entrance gates. We worked with colleagues to set up these gates so that when undergraduates scanned their card, they would get ‘sorted’ into their Hogwarts House. This was extremely popular with students and we had a lot of interaction on social media about this. The sorting was even featured on BT news!
- Owl event Kirkleatham Owl Centre came in with some of their owls on the final day of induction week. This provided us with a great opportunity to speak to students informally, hand out leaflets and draw them into the library.
- Staffing: As Communications and Marketing Officer for the Library and Heritage Collections, I led this campaign, supported by my assistant Steph Dawson, and our graphic design intern Adam Sadler. We also had a lot of help and support from other members of the Communications and Marketing Group which is made up of staff from across the different teams within the Library. Budget: The whole campaign came in on a budget of under £3000. All of the design work was done in house by myself and Adam primarily.
- And the results! We got a lot of feedback from students – throughout the induction campaign and beyond:
- Visitor numbers Looking at the number of students visiting the Bill Bryson Library, we can see that we had 943 more visitors than during the previous year’s induction week. This was particularly significant on the Friday – the day when we had our owls outside the Bill Bryson Library – when almost we had almost 600 additional visitors!
- Interaction and reach We had a thousands of people access and interact our social media content online, and national media coverage. And with that, I’m coming to the end of my presentation, but I wanted to finish by showing you the piece of content that gained the most traction – our Library induction video:
- Show video!